Scaling an e-commerce means handling thousands of operational decisions per minute without losing clarity on costs, SLAs, and service quality. The heart of the challenge is to automate the entire flow, from order routing to picking and packing and up to shipment tracking, so that every parcel follows the best path with minimal variability.
In this context, Hubrise provides the foundations to orchestrate connected picking and packing, carriers, and shipping tracking, so that technology acts as a multiplier for people and not the other way around.
Intelligent order routing: rules by channel, SKU, and SLA
A well-designed order routing assigns each order the optimal combination of warehouse, processing, and carrier, based on three variables: the channel, product attributes, and the delivery promise. Marketplace orders with strict penalties require more protective rules, bulky or hazardous products exclude certain transport services, and high-rotation SKUs benefit from priority paths to reduce lead time. Automating these choices with transparent conditions eliminates downtime from manual checks and reduces the risk of errors.
Picking & Packing: reducing errors and time
An efficient picking and packing flow comes from layout, clear instructions, and smart controls. Demand-based slotting concentrates the most frequent SKUs in high-accessibility areas. Wave or batch picking logic groups orders and minimizes travel, while “goods-to-person” or “zone picking” setups limit unnecessary hand-offs between operators.
In picking and packing, speed cannot come at the expense of quality: accuracy requires barcode validation, weighing at the packing station, and sample checks, so that errors are caught before the parcel leaves the building. When the packing station is integrated with document printing and labeling rules, the operator doesn’t switch between different systems and the flow remains linear.
Shipment tracking: end-to-end visibility
Without a centralized and consistent shipment tracking, customer service fills up with requests, carriers handle exceptions in a misaligned way, and control over SLAs and storage costs is lost. The key is an orchestration layer that normalizes shipping tracking events from all carriers and enables proactive monitoring, where anomalies are intercepted before they become complaints, and support can contact the recipient or open tickets with the carrier when it really matters. Customer communication also becomes clearer, with brand-consistent notifications, unified channels, and realistic ETAs. Most importantly, visibility feeds a virtuous cycle: future order routing decisions learn from real performance by ZIP code, service, and period.
SEND2U: Multi-carrier shipping per order
Delivery optimization happens at the level of each individual order. SEND2U is Hubrise’s smart multi-carrier delivery system that automatically assigns the best carrier based on rate cards, historical performance, destination, weight/volume, and promised SLAs. Every label is generated correctly from the start, transport documents are standardized, and delivery events feed the unified view of parcel shipping tracking.
The strength of SEND2U is adaptability: during peaks it can divert flows from congested lanes, prioritize more reliable services on specific ZIP codes, and update rules without stopping operations. This reduces costs and delays, preserves the shopping experience, and frees the team from repetitive, low-value tasks.
The Hubrise proposition
Hubrise combines operational automation and KPI dashboards to give you real-time control from cart to delivery. With Hubrise order management, you govern the entire fulfillment cycle: order acquisition, channel-based prioritization, flow orchestration, and exception control, ensuring that every step is tracked and measurable.
With SEND2U, you bring multi-carrier intelligence to the level of each parcel, automating assignment, labeling, and the feeding of shipment tracking events into the same console.
With Hubrise, you turn the fulfillment flow into a nervous system that reacts to peaks, learns from deviations, and keeps the customer promise with industrial reliability.